Visualising Healthcare in 2024

Trends / Wellness
Davina Ajana
Feb 14, 2024
At Getty Images, our lastest VisualGPS research explores how visuals can help European healthcare brands differentiate their value proposition by understanding consumers priorities and visual preferences. Here are three key insights to empower your visual choices in 2024.
Holistic health
Healthcare brands can elevate their visual language by showing all the ways Europeans can support their physical, emotional and mental wellbeing. When it comes to mental health, 50% of Europeans highlight it as top priority compared to 46% of consumers globally and for Getty Images customers, searches for visuals of "mental health" also increased +70% in the last 12 months. Our visual testing shows that European consumers prefer imagery that conveys mental health in a positive light, with visuals of people immersed in nature being a top preference because it depicts a healthy state of mind.  

Consumers say they are also actively seeking ways to support wellbeing with more than half of Europeans believing that having more leisure time is most important for their mental health. Preferred ways to support mental wellbeing differ between generations with Gen Z preferring listening to music while baby boomers are most interested in physical exercise, e.g., taking a walk or playing a sport. When it comes to inspiring proactive care, depicting wellbeing in more meaningful and relatable ways for different generations is key.
Connected care 
Consumer expectations of 'always available' connected care are rising. This is driven by their modern digital experiences when interacting with most other industries, for example, banking, retail and transport. These personalised, ‘demand driven’ models can empower the consumer to determine when and how they seek and receive care. Healthcare companies increasingly use digital healthcare assistants to improve the quality of care and enhance patient engagement.By visually representing these modern digital experiences, brands can convey the shift towards personalised, demand‑driven models that empower consumers to take control of their care‑seeking behaviours and preferences.

Consider visuals that communicate the benefits of technology that delivers personalisation and convenience. Show how digital health solutions can cater to the unique needs of every generation. Our research shows that 69% of Europeans find it important that the medical industry is offering self‑service capabilities that they can access online or through their digital devices. This demonstrates consistent desire among individuals for e‑health technologies that seamlessly integrate into their lives, adapting to their evolving needs and preferences.

Health equity 
The impact of the Covid pandemic accelerated e‑health adoption and showed how equitable access to care is vital to today's consumers. Being mindful of representing all and breaking with over‑relied upon stereotypes in healthcare brands, especially around environments like community centres, pharmacies, etc. where care can be provided, is key. Our latest VisualGPS consumer data found that 63% of Europeans encounter bias in their everyday lives. While biases pose a challenge in visual choices, this can offer an opportunity for transformation within the healthcare by bringing a more inclusive lens. Only 1% of healthcare customers’ downloads show people with disabilities or LGBTQ+ people.

Getty Images and Citi have partnered to create Diversity, Equity and Inclusion Imagery Toolkits to provide actionable insights which are authentic and multi‑faceted depictions of people across different regions. Our inclusive visual storytelling search guidelines also offer valuable and practical keyword search tips to champion the representation of all.

[1] Global News Wire
Connectivity vs Connection